Transcript Chapter Ten
Menyiapkan Laporan 1. 2. 3. 4. Laporan dapat disusun dg ketentuan yg berlaku umum dan khusus. Skripsi sebagai laporan, mengikuti buku pedoman dg berbagai kreatifitas yg diperkanankan, konsultasi dg pembimbing. Mahasiswa harus memiliki buku pedoman Berikut, penyiapan laporan secara umum. 22-2 Pentingnya Laporan dan Penyajian Alasan : 1. Laporan produk yg intangible dari proses riset pemasaran 2. Keputusan manajemen didasarkan kepada lapiran . 3. Keterlibatan manajer dalam penulisan laporan terbatas. 4. Keberlanjutan riset berikutnya ditentukan hasil laporan yg disiapkan oleh tim peneliti saat berlangsung. 22-3 Proses Penulisan Laporan Fig. 22.1 Pendekatan Masalah, Riset Disain, dan Pekerjaan Lapangan. Analisis Data Interpertasi, Kesimpulan dan Rekomendasi. Penyiapan Laporan Presentasi Oral Membaca Laporan oleh Klien Tindak Lanjut Laporan 22-4 Format Laporan Minimal I. II. III. IV. V. VI. Halaman Judul Surat Pengesahan Dafta Isi Daftar Tabel Daftar Gambar Daftar Lampiran 22-5 Format Laporan VII. Latar belakang a. Latar belakang masalah b. Pernyataan Masalah VIII. Pendekatan Masalah IX. Rancangan Penelitian a. Tipe Penelitian b. Kebutuhan Informasi c. Sumber Data Sekunder d. Pengumpulan data Primer e. Teknik Pengukuran f. Kuesioner g. Teknik Samplin h. Pekerjaan Lapangan 22-6 Report Format X. Analisis Data a. Metodologi b. PErencanaan analisis data XI. Hasil XII. Keterbatasan XIII. Kesimpulan dan Rekomendasi XIV. Lampiran a. Kuesioner b. Hasil Statistik c. Daftar 22-7 Judul Gunakan Judul dengan prinisip berikut. 1) 2) 3) 4) Tidak terlalu panjang, singkat tapi jelas. Biasanya dibatasi (12 – 15 kata) Ditulis dg teratur, baris pertama lebih panjang dari baris berikutnya. Menggunakan kaidah bahasa yg baik, Judul tidak menggunakan singkatan. Kalaupun ada isitilah asing yg tak terhindarkan tulis dalam tanda kurun dan cetakan miring. Elrick & Lavidge Guidelines 22-8 Conclusions Conclusions concerning, for example: customer behavior customer attitudes or perceptions the nature of the markets studied Generally, in studies with samples designed to represent the market. Avoid interesting results that are not relevant to the conclusions May be in the form of statement or paragraphs Use subheadings to identify conclusions covering different subjects or market segments 22-9 Rekomendasi 1. Rekomendasi harus dipertimbangkan dari hasil penelitian yg diperoleh. 2. Rekomendasi terkait dg tujuan penelitian yg diformulasi 3. Beberapa pembaca lebih tertarik kepada rekomendasi daripada laporan panjang yg disiapkan. 4. Gunakan bahasa yg padat, tidak berulang-ulang dan ambigu. 22-10 Menulis Laporan Readers. Laporan harus mengacu kepada kapasitas pembaca, Skripsi harus tunduk kepad akaidah penulisan ilmiah. Easy to follow. Mudah diikuti, tidak berbelit-belit, bahasa sederhana. Presentable and professional appearance. Bentuk fisik harus menarik. Objective. Obejektif, melaporkan sebagaimana ditemui, gunakan prinsip "Tell it like it is." Reinforce text with tables and graphs. Gunakan tabel dan grafik sepanjang diperlukan Terse. Laporan harus padat dg prinsip ABC (Accurate, Brief, and Conscience). 22-11 Guidelines for Tables Title and number. Every table should have a number (1a) and title (1b). Arrangement of data items. The arrangement of data items in a table should emphasize the most significant aspect of the data. Basis of measurement. The basis or unit of measurement should be clearly stated (3a). Leaders, rulings, spaces. Leaders, dots or hyphens used to lead the eye horizontally, impart uniformity and improve readability (4a). Instead of ruling the table horizontally or vertically, white spaces (4b) are used to set off data items. Skipping lines after different sections of the data can also assist the eye. Horizontal rules (4c) are often used after the headings. Explanations and comments: Headings, stubs, and footnotes. Designations placed over the vertical columns are called headings (5a). Designations placed in the left-hand column are called stubs (5b). Information that cannot be incorporated in the table should be explained by footnotes (5c). Sources of the data. If the data contained in the table are secondary, the source of data should be cited (6a). 22-12 U.S. Auto Sales 1997 - 2001 Table 22.1 1 a 3 a 4 c TABLE 22.1 U.S. Automotive Sales 1997-2001 1 b 4 a MFG GM Ford Chrysler Honda Toyota Nissan Other* Total 5 b 6 a 5 a 5 c * - includes all other producers Source: Company Websites 4 b 1997 4,766,000 4,432,000 2,312,400 940,037 1,230,583 658,000 1,161,980 15,501,000 1998 4,604,000 4,370,000 2,548,900 1,009,600 1,361,025 628,000 1,444,475 15,966,000 Unit Sales 1999 5,017,000 4,787,000 2,693,000 1,076,893 1,515,366 713,000 1,615,741 17,418,000 2 a 2000 4,953,000 4,933,000 2,470,000 1,158,860 1,656,981 744,000 1,901,159 17,817,000 2001 4,898,517 4,661,685 2,196,000 1,207,639 1,787,882 695,640 1,752,637 17,200,000 Guidelines for Graphs 22-13 Geographic and Other Maps Geographic maps can pertain to countries, states, counties, sales territories, and other divisions. Chapter 21 showed examples of product-positioning. Guidelines for Graphs 22-14 Round or Pie Charts In a pie chart, the area of each section, as a percentage of the total area of the circle, reflects the percentage associated with the value of a specific variable. A pie chart is not useful for displaying relationships over time or relationships among several variables. As a general guideline, a pie chart should not require more than seven sections. 22-15 Pie Chart of 1996 U.S. Auto Sales Fig. 22.2 Guidelines for Graphs 22-16 Line Charts A line chart connects a series of data points using continuous lines. This is an attractive way of illustrating trends and changes over time. Several series can be compared on the same chart, and forecasts, interpolations, and extrapolations can be shown. 22-17 Line Chart of Total U.S. Auto Sales Units Fig. 22.3 Year Guidelines for Graphs 22-18 Line Charts A stratum chart is a set of line charts in which the data are successively aggregated over the series. Areas between the line charts display the magnitudes of the relevant variables. 22-19 Stratum Chart of Total U.S. Auto Sales Fig. 22.4 Stratum Chart of Auto Sales by Manufacturer (1997-2001) 20,000,000 18,000,000 16,000,000 Other 14,000,000 Nissan 12,000,000 Toyota 10,000,000 Honda 8,000,000 Chrysler 6,000,000 Ford 4,000,000 GM 2,000,000 0 1997 1998 1999 2000 2001 Guidelines for Graphs Pictographs A pictograph uses small pictures or symbols to display the data. Pictographs do not depict results precisely. Hence, caution should be exercised when using them. 22-20 22-21 Pictograph for 1996 U.S. Auto Sales Fig. 22.5 Pictograph of Auto Sales (2001) Nissan Manufacturer Toyota Honda Chrysler Ford GM 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 Cars Sold *Each Symbol Equals 1,000,000 Units Guidelines for Graphs Histograms and Bar Charts A bar chart displays data in various bars that may be positioned horizontally or vertically. The histogram is a vertical bar chart and in which the height of the bars represents the relative or cumulative frequency of occurrence of a specific variable. 22-22 22-23 Histogram of 1996 U.S. Auto Sales Figure 22.6 Histogram of Auto Sales by Manufacturer (2001) 6,000,000 Units 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 GM Ford Chrysler Honda Make Toyota Nissan Other Guidelines for Graphs 22-24 Schematic Figures and Flow Charts Schematic figures and flow charts take on a number of different forms. They can be used to display the steps or components of a process, as in Figure 22.1. Another useful form of these charts is a classification diagram. Examples of classification charts for classifying secondary data were provided in Chapter 4 (Figs. 4.1 to 4.4). An example of a flow chart for questionnaire design was given in Chapter 10 (Figure 10.2). 22-25 Oral Presentation The key to an effective presentation is preparation. A written script or detailed outline should be prepared following the format of the written report. The presentation must be geared to the audience. The presentation should be rehearsed several times before it is made to the management. Visual aids, such as tables and graphs, should be displayed with a variety of media. It is important to maintain eye contact and interact with the audience during the presentation. 22-26 Oral Presentation Filler words like "uh," "y'know," and "all right," should not be used. The "Tell 'Em" principle is effective for structuring a presentation. Another useful guideline is the "KISS 'Em" principle, which states: Keep It Simple and Straightforward (hence the acronym KISS). Body language should be employed. The speaker should vary the volume, pitch, voice quality, articulation, and rate while speaking. The presentation should terminate with a strong closing. 22-27 Reading the Research Report Addresses the Problem – The problem being addressed should be clearly identified and the relevant background information provided. The research design should be clearly described in non-technical terms. Execution of the Research Procedures – The reader should pay special attention to the manner in which the research procedures were executed. Numbers and statistics reported in tables and graphs should be examined carefully by the reader. 22-28 Reading the Research Report Interpretation and Conclusions – The interpretation of the basic results should be differentiated from the results per se. Any conclusions or recommendations made without a specification of the underlying assumptions or limitations should be treated cautiously by the reader. Generalizability – It is the responsibility of the researcher to provide evidence regarding the reliability, validity, and generalizability of the findings. Disclosure – The reader should carefully examine whether the spirit in which the report was written indicates an honest and complete disclosure of the research procedures and results. 22-29 Research Follow-up Assisting the Client – The researcher should answer questions that may arise and help the client to implement the findings. Evaluation of the Research Project – Every marketing research project provides an opportunity for learning and the researcher should critically evaluate the entire project to obtain new insights and knowledge.